The Reckitt Benckiser’s Durex condom brand is taking advantage of the Valentines period to launch its new viral campaign on Youtube and Facebook.
‘How in-sync are you’ is the name of the new Durex campaign created by agency Euro RSCG London. The campaign features two turntables – one pink female-stamped, the other blue male-stamped – playing Marvin Gaye’s “Let’s Get It On”, gradually getting in synch with each other. Created specifically for Durex’ UK condom brand Performax, this campaign bears the idea of “slowing him down and speeding her up” to allow a perfectly “in-sync” climax.
Strategically released this month, the Youtube campaign will be accompanied by a Facebook game which will allow couples to test how in-sync they are through a similar music-based approach, as well as a well-expected launch party in London. The tracks featured in the Facebook game will be submitted by music-promoting agency Sonicbids, and will be “modern and different”, promised Alasdair Graham, executive creative director for Euro RSCG London. “It’s gonna be about music creation for people” he said, but it also has to be about sex.
What is the sound of sex and music? This question was addressed by Euro RSCG during MIDEM pitch sessions that took place in Cannes last weekend. Here Graham explained that “sometimes exactly the right thing is to have a contrast rather than think about complimenting the images in some way”.